A prescription for stronger response rates

To convert Maybes, make some changes. These changes won’t affect sales from Core customers. Rather, they’ll just increase response rates from Maybes, who just want you to make it easier for them to buy. Try these techniques:

1. Don’t assume Maybes understand your product line as well as Cores. Sales will rise when your product line is crystal clear to less-than-knowledgeable Maybes.